THE HYPED RELEASE of Beaujolais Nouveau is one of the great marketing triumphs (read: scams) of the 20th century. Created by wine merchant Georges Duboeuf, the campaign and its slogan—“Le Beaujolais Nouveau est arrivé!”—aimed to get money quickly into the pockets of regional vintners, even if the barely fermented wine they were hawking was, and is, at best rough around the edges.

Source: Wall Street Journal November 28, 2019 15:11 UTC